Built Different: Why the Best CMOs Lead with Intentionality

BeenThereDoneThat - Built Different.

A series where we explore how industry leaders are challenging conventional wisdom and thinking differently to overcome their latest, greatest challenges.

Built Different with Benoit Garbe, CMO Interview Series with Been There Done That

Built Different: Why the Best CMOs Lead with Intentionality

Excerpts from the CMO interview series Build Different

Special guest Benoit Garbe, former CMO, founder and president of QUINT Advisory

1. What is the biggest current challenge forcing you to think differently?

It is the tyranny of abundance. Too many tools, too many tactics, too much noise. Optionality has become the enemy of clarity. And the result? Distraction, fragmentation, dilution, confusion. That is why the most powerful tool leaders have right now is intentionality.

Intentionality in business means defining where to play and how to win—and then focusing relentlessly on outperforming wherever you choose to compete. That includes investing behind growth opportunities and scaling down or exiting declining segments or brands. It means continuing to push productivity, and unlocking new sources of efficiency through digital and Gen AI. It also means pivoting toward more profitable growth by leaning into premium segments, seeking out recurring revenue models, and building ecosystems.

In marketing, intentionality has often been overshadowed by agility. We talk a lot about keeping up with culture, creative agility, always-on content, and experiential branding. All true. But in practice, that often translates into small, one-off, under-funded, and under-executed initiatives.

CMOs leading with intentionality, embrace consistency, concentration, and coordination.

Consistency does not mean repetition for its own sake—but being true to who you are, and avoid falling for the bright, shiny object. Do not be afraid to repeat.

Concentration is about trusting the science. GRPs, reach, impressions, frequency—these still matter. Great marketing delivers when it gets scale, so concentrate your dollars.

Coordination means aligning the full commercial mix and working closely as a commercial team—marketing in service of the sales organization and in full synchronicity. So the market plans, build the consumer demand, and drive conversion at retail. This is orchestration, not just activation.

Last, intentionality also applies to leadership overall. It means being quintessential—focusing on the essence of what matters. It is about elevation and perspective, pushing for clarity, simplicity, and ruthlessness in how time and priorities are managed. The two questions I ask myself—and my teams—often: Am I focused on where I can generate the greatest return? And is my time spent where my contribution is most valued?

2. What has been the biggest Aha moment or fresh wisdom along the way?

It is this: The CMO must claim their seat at the table. It is time to step up—or step aside.

We have all seen the stats. Only 2.6% of S&P 500 board members have a marketing background. And a recent Gartner survey shows why CMOs are often let go: 69% fail to deliver results, 58% fail to adapt, 54% fail to earn executive respect, and 41% fail to offer a clear strategic vision. Even more striking—only 22% of CEOs say they are clear on what marketing actually owns.

It is not just a perception gap. It is a missed opportunity. The CMO role has gone through many evolutions. From the Creative CMO focused on storytelling. To the Product CMO shaping innovation and experience. To the Digital CMO mastering performance and social. Then the Tech and Data CMO leaning into automation and analytics.

Now, we need the Value Creation CMO—a business leader who drives enterprise value. Someone who ties marketing directly to business strategy, top-line growth, and operational efficiency.

This starts with owning the growth agenda. Use a future-back approach. What will shape your category, consumers, product mix, and route to market 10 years from now? And what decisions must be made today to get there?

Then translate that into a rigorous three-year plan: a data-driven diagnostic of your current position, a clear set of growth moves, and defined jobs to be done. And use measurement—not to justify spend—but to inform strategy and prioritize what moves the needle.

Next, lead with a CFO mindset. Value is not just revenue—it is also margin, cost, and ROI. CMOs must be agile with investment. Double down where returns are strong. Be smart about resource allocation. And rethink operating models to get more from less. Challenge the myth that more is always better. Some of the most effective work I have seen came on lean budgets—because they forced clarity and creativity.

And finally, build bridges. The modern CMO must be the orchestrator across the C-suite. Work with the CFO to make sure marketing fuels financial sustainability. Align with supply chain and ops to ensure product and margin readiness. Collaborate with sales to synchronize go-to-market activation. Partner with HR to build employer brand and culture.

This is what “whole business” marketing looks like.

3. What has been the single most effective step you have taken so far?

De-siloing the marketing function. That means spending time outside of marketing—inside the business. With the CEO, CFO, supply chain, sales, product, and HR. It also means aligning on shared KPIs: revenue, margin, share, EBITDA—not just brand health scores or campaign metrics.

It also means being clear on what marketing owns—and what it does not. Set expectations. Paint a vision, but be honest about the current reality. Remove the noise: avoid vanity metrics, award chasing, and hero culture. These do not sustain value.

It means building a stronger partner agency network. Not just in digital, content, or data. But also in strategy, value creation, and organizational design.

And most importantly, invest in whole-brain talent. The CMO team of the future is imaginative and analytical. Creative and disciplined. Intuitive and business-minded. It is not either-or. The best leaders blend both.

Built Different with Benoit Garbe, CMO Interview Series with Been There Done That

Benoit Garbe is founder and President of QUINT Advisory, a growth consultancy dedicated to helping CEOs and executive teams deliver topline growth and value creation in consumer-driven markets.